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(1)國立政治大學商學院國際經營管理英語 碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文 政 治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 sit. y. Nat. 探索靈魂:保健旅遊商業計畫 n. al. er. io. Shalom Spiritual Retreat: Wellness Tourism Business Plan. Ch. engchi. i n U. v. Student: Shaoi Hsu Advisor: Professor Chester Ho. 中華民國一○四年一月 January 2015.

(2) 探索靈魂:保健旅遊商業計畫 Shalom Spiritual Retreat: Wellness Tourism Business Plan. 研究生:徐少宜. Student: Shaoi Hsu. 指導教授:何小台. Advisor: Chester Ho. 國立政治大學. 學. ‧ 國. 立. 政 治 大. ‧. 商學院國際經營管理英語碩士學位學程 碩士論文. er. io. sit. y. Nat. A Thesis. n. a to International MBA Program Submitted iv l C n U NationalhChengchi University engchi. in partial fulfillment of the Requirements for the degree of Master in Business Administration. 中華民國一○四年一月 January 2015.

(3) TABLE OF THE CONTENT 1. What Is Wellness Tourism? ................................................................................................. 1 1.1. Terminology..................................................................................................................... 1 1.2. Definition of Wellness ..................................................................................................... 1 1.3. Definition of Wellness Tourism and Tourist ................................................................... 1 1.3.1. Wellness Tourism ................................................................................................. 1 1.3.2. Wellness Tourist ................................................................................................... 2. 政 治 大. 2. Wellness Market ................................................................................................................... 4. 立. 2.1. Wellness Tourism Markets .............................................................................................. 5. ‧ 國. 學. 3. Taiwan and Tourism Market .............................................................................................. 6 4. Marketing Strategy for Shalom Spiritual Retreat ............................................................ 8. ‧. 4.1. Brief Company Description ............................................................................................. 8. y. Nat. 4.2. Service Package ............................................................................................................... 9. sit. n. al. er. io. 4.3. Marketing mix................................................................................................................ 10 4.3.1. Product ................................................................................................................ 10 4.3.2. Price .................................................................................................................... 11 4.3.3. Place ................................................................................................................... 11 4.3.4. Promotion ........................................................................................................... 11 4.3.5. People ................................................................................................................. 12 4.3.6. Physical Evidence ............................................................................................... 13 4.3.7. Process ................................................................................................................ 14. Ch. engchi. i n U. v. 4.4. SWOT ............................................................................................................................ 14 5. Financial Plan ..................................................................................................................... 15 5.1. Start Up Capital Estimation ........................................................................................... 15 5.2. Revenue Model .............................................................................................................. 15 Reference ................................................................................................................................. 17 Appendix ................................................................................................................................. 18. i.

(4) 1. What Is Wellness Tourism? 1.1. Terminology Wellness tourism is used instead of health tourism in order to avoid the confusion between medical tourism. In research conduct by industries of Wellness and Medical tourism (GSS, 2011), argue that the term health tourism is sometimes used to describe medical tourism; other time it is used synonymously with wellness tourism; sometimes it means both; and it is also used to refer to a subset of medical tourism or wellness tourism. This is why it is recommended to avoid the use of health tourism term, especially in marketing purposes and communication with customers.. 立. 1.2. Definition of Wellness. 政 治 大. According to World health organization (WHO, 1948). ‧ 國. 學. “Health is a state of complete physical, mental and social well-being and not merely the absence. ‧. of disease or infirmity.”. sit. y. Nat. Important note here in that good physical condition or non-existence of disease doesn't directly mean person is in good health, but the health is balanced combination of all aspects mentioned. io. n. al. er. by WHO; physical, mental and social well-being. National Institute of Wellness (NWI) instead defines wellness as following,. Ch. engchi. i n U. v. “Wellness is an active process through which people become aware of, and make choices toward, a more successful existence.” (Nationalwellness.org) In this definition it is not specified what exactly makes “more successful existence” possible, which leaves room for different approaches. As in this thesis, business plan will be done from meditation retreat.. 1.3. Definition of Wellness Tourism and Tourist 1.3.1. Wellness Tourism Activities are called tourism when a person travels outside of his/hers normal environment for business, leisure or other purposes and stay there less than a year. (Gilmore, 2003). Definition. 1.

(5) of tourist used by Gilmore is a person who stays at least one night in private or collective accommodation in the place visited. According to GSS report (GSS, 2011) tourism is called wellness tourism when people involved are travelling to place outside of their normal environment to in order to participate activities which maintain or enhance their health and well-being and arelooking for unique, authentic or location-based experiences or therapies which are not available at home. Muller and Lanz definition for wellness tourism is following:. 治 政 大promote their health. They stay in a residence by people whose main motive is to preserve or 立 specialized hotel which provides the appropriate professional know-how and individual care. “Wellness tourism is a sum of all the relationships and phenomena resulting from a journey and. ‧ 國. 學. They require a comprehensive service package comprising physical fitness/beauty care, healthy nutrition/diet, relaxation/meditation and mental activity/education.”(Muller and Lanz, 2001,. ‧. pp.3).. sit. y. Nat. However their research is based on the idea that wellness tourism is considered as a part of health tourism, therefore their definition is based on the definition of health tourism by Kaspar.. io. n. al. er. They narrowed the Kaspar's definition by adding the specification about hotels in it, as they feel. i n U. v. the holistic approach to wellness during the holidays is easiest to observe in hotels specialized. Ch. engchi. in wellness services. (Muller and Lanz, 2001).. 1.3.2. Wellness Tourist Global spa summit research summaries the wellness tourism motivation as following:. Gen-. erally seeking integrated wellness and prevention approaches to improve their health/quality of life. “Compared this to definition of a medical tourist, the notable difference is that wellness tourists are not necessary physically ill or doesn't want any tremendous change as surgical or cosmetic operations. It is more likely that they do want to learn something or looking for a ways to prevent possible illnesses or pain. (GSS, 2011). Müller and Lenz-Kaufmann (2001) defined four different tourist types in wellness tourism:. 2.

(6) Demanding health guest: Is generally over 48 years old woman tourist travelling without their partners. She is primary looking for a health promotion and values highly professional and competent care, availability of relevant information and comprehensive wellness infrastructure. Independent infrastructure user: Generally men, who appreciate more the extensive and functional wellness facilities than professional know-how or good customer care. Care-intensive cure guest: 60% of care-intensive customers are women and they are primarily looking for healing, therapy and/or recovery services. They want to get individual, professional care and advices; also are the ones who have the longest average stays.. 政 治 大 expectations regarding the wellness services. They only want to relax and enjoy of their time. 立. Relevance of the recreation and/or health: The smallest type group, who also have the lowest. ‧ 國. 學. Push and pull factor model is the most widely accepted typology of tourist motivation. This model focuses on two forces- push and pull, which influence on tourist's decision of where to. ‧. travel. Push factors are so called internal forces or motives which push persons from their home to search activities to fulfil their needs. Pull factors are the attributes and features, already ex-. y. Nat. io. sit. isting image and knowledge of the destination what person have and pull one towards it.. n. al. er. The push factors are mostly intangible and intrinsic desires. These factors are useful in explain-. i n U. v. ing the want of travel as they help understand the basis of the tourism behaviour. Pull factors. Ch. engchi. are generally more tangible features and more decisive factors of understanding the choice of destination. (Konu and Laukkanen, 2010, Woodside and Martin 2008). 3.

(7) 2. Wellness Market There are many reasons why wellness tourism has started booming. Combination of today's consuming life style and people's purchase power has led many people to seek for better ways to take care of themselves. Different wellness theories and practices start to be more widely accepted and people are more open to less “modern” wellness concepts, like spiritual practices. GSS (GSS.2010) listed 3 mega trends which have greatly affected to the growth of wellness markets: Ageing people: In developed countries 60 years and older people outnumbered children under. 治 政 大boomers are interested to try new Older people mean more health problems and these baby 立 ways of prevent, maintain wellness or prevent the illnesses as there is not as many youngster 15 in 1998 and it is estimate that in 2047 older people will outnumber children worldwide.. ‧ 國. 學. looking after them.. ‧. Unhealthy people: Even people are living longer; they more likely live with an illness or die for one, which is often cause at least partly because of their lifestyle habits. World is more. sit. y. Nat. industrial and urbanized, which have caused that people diets are unhealthy and lifestyle less active. Often people are also stressed out because of the hectic nature of today's life and tech-. io. n. al. er. nology (e.g. smart phones, tablets, laptops etc.) have made it even harder to take off from the rat race.. Ch. engchi. i n U. v. Failing medical systems: Partly because of the two reasons mentioned above, providing a functional and equal health care system is becoming more and more challenging in developed countries because of the high demand. It is said that maybe failing to offer proper care by government, people have started more actively search options outside of the normal health-care system. Globalization and connection: The cost of travelling and time needed to it has decreased, which has obviously made it more attractive for consumer in wellness industry as well. People also have an access to new information easier and they are more likely to meet people from different destinations. It is more likely people are exposed to new approaches to healthiness and wellness and decide to act on it. (GGS, 2010). 4.

(8) 2.1. Wellness Tourism Markets The estimated size of the wellness tourism in wellness industry in 2010 was 106 billion worldwide, which makes it a 6th biggest segment in the industry (see table 1.).Wellness tourism worldwide (WTW) conduct customer and B2B surveys, site visits and collected feedback from tourists, travel suppliers and sellers and made a list of 10 wellness travel trends for 2013. By analyzing the list it can be seen that there are few main agendas which divides these trends into groups. First of all there is demand for wellness services which are easily combined with other activities e.g. combining wellness services with airfare travelling, hotels offering more options for people interested of health and well-being, sleeping booths in the airports where the envi-. 政 治 大 where the main goal is the physical and mental well-being e.g. yoga and meditation holidays 立 and holidays focusing on getting authentic and traditional medicine treatments. Third existing ronment has been made as attractive to sleep as possible. Secondly people look for holidays. ‧ 國. 學. theme is “running away” from the stressful everyday life to totally different environment and find wellness in that way e.g. Digital detoxing holidays, where people stay in a resort and aren't. ‧. allowed to use any digital communication devices or reconnecting with nature-type holidays. Fourthly there is demand for holidays where the wellness is more of a secondary element than. y. Nat. sit. a primary e.g. Family holidays where different generations can enjoy the holiday together in a. er. al. n. 2013).. io. hotel/resort/spa or wellness holidays which are run by celebrity instructors or coaches. (WTW,. Ch. engchi. i n U. v. Table 1: Estimated global market size of the wellness industry cluster 2010. 5.

(9) 3. Taiwan and Tourism Market Asia has multiple advantages in health tourism field. Jennifer Lang and Betty Weiler (Laing and Weiler 2008) name four reasons why Asia in total is a tempting destination for the people looking for a place to stay and look after their health. First of all many westerns are looking for a way to get closer to the nature and authentic experiences. Asia's image in many consumers mind is equitable to this, which is partly true even the tourism has modified the traditions over there as well. Secondly the demand of natural treatments has been growing since 90's as well as popularity of the eco-friendly services and products. Asia is known of the natural medicine and the spiritual practices like yoga and meditation. Third advantage is the natural beauty of. 政 治 大 holiday is not the natural beauty, it advance the wellness experience. This is the reason why 立 Asia, which seems exotic for the Western tourist. It is proven that even the main reason for a. most of the retreats are located in visually pleasing places. The last advantage of Asia named. ‧ 國. 學. by Lang and Weiler is that compared to western world it is low cost destination for the customer. As the travelling to Asian countries has increase during the year, over sea flight can be pur-. ‧. chased relatively cheaply and the cost of living is remarkably lower. Consequence of this is the. y. Nat. professional health services are cheaper to buy and so on tempting for the western consumers.. al. er. io. sit. (Lang and Weiler 2008). n. Taiwan starts to work intensively to develop this tourism industry.. Ch. engchi. i n U. v. In the Travel tourism competitiveness index made by WEF 2013 Taiwan was ranked in the place 33 (total 140) and was 7 from the Asia Pacific region, just following in Korea (see Exhibit1 &2). Taiwan`s strengths lie in its excellent Policy Rules and Regulations and ICT infrastructure (ranked 5th and 16th, respectively) and its Safety and Security (ranked 17th). Taiwan also has quite good air transport (ranked 18th), particularly given the country’s stage of development, and perfect ground transport infrastructure (ranked 9nd), although the quality of roads (21th) and of port infrastructure (29th) require further improvement. Further, Taiwan is ranked 21th overall on price competitiveness in the T&T industry because of its ticket taxes and airport charges (ranked 15th) and low extent and effect taxation (ranked 20th). Taiwan`s human resources base is also well evaluated (25th), providing healthy and well-trained people to work in the T&T sector. Its rise in the overall rankings is driven by improvements in almost all the. 6.

(10) pillars, with a measurable increase in the prioritization and affinity for Travel & Tourism, thanks to increased marketing and branding efforts, and a high degree of customer orientation (37th). On a less positive note, Taiwan is limited to natural resources (ranked 91th) and its natural endowments are not being sufficiently protected (ranked 94th for environmental sustainability).(See Exhibit 3). 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 7. i n U. v.

(11) 4. Marketing Strategy for Shalom Spiritual Retreat 4.1. Brief Company Description We support people of all religions, countries and backgrounds to live a deeply spiritual life. The path of great love and peace is to pursue a life full of heart that includes; devotion, simplicity, humility and service to others. We encourage people to experience God in all His/Her infinite beauty, to feel life fully, to know and be their greatest Selves. We believe there is only one God, which is love and that we are all joined together through our humanness. Our mission is to provide a fun, safe and educational retreat travel package which encourages. 政 治 大. Shalom love for life in each person's own deepest way through participation in abundant nature,. 立. culture and the Shalom Spirit.. ‧ 國. 學. Shalom is the coordination of mind and heart within each person. It brings each person to cherish life and inspires each person to extend good feelings to others. In the contemplation and. y. Nat. 1). Modest are the people of Chengbin,Taitung; through careful planning and conservation. io. sit. ences.. ‧. presence of the life force, Shalom, the following free translation may be used: wellness experi-. 3) 4) 5). al. v i n C Pleasant are our thoughts, byhbeing create a positive, loving community; i U e npositive g c h we n. 2). er. we can live with the resources available to us for generations to come; We are unified, we work together in peace and harmony;. We are humble, we need never feel insecure;. With patience and perseverance we keep moving forward.. These are traits of character that express the charm, warmth and sincerity of Chengbin`s people. It is the working philosophy in Taitung and is presented as a gift to the people of Taitung. These are harmonious partners with Shalom`s NATURE-CULTURE-WELLNESS educational mission.Loving One's Self is all about Wellness, living healthy, avoiding/overcoming addictions, embracing and celebrating life.Respecting Others is the essence of living peacefully within the diverse Cultures of our multifaceted Shalom, Chengbin and world.. 8.

(12) Taking Care of Home, Local and Global is simply honoring Nature and land, literally that which nurtures us. Many contemporary religions are variations of indigenous beliefs centered around the cycles of the moon, earth and sun. Chengbin, Taitung, the east of Taiwan, extraordinary gardeners, fishermen, healers, orators, artists and navigators, particularly studied and honored the earth and skies. YOU are invited to join with us in the Shalom experience, as visiting guests, faculty, volunteers, cottage and land stewards, local residents and staff. Heaven on earth does just happen, when we honor and co-create with abundant nature, community and spirit.. 政 治 大 Single travelers, couples and 立families love this opportunity to experience adventure and well4.2. Service Package. ‧ 國. 學. ness on all levels while discovering the beauty of Chengbin, Taitung. Enjoy room, meals, massage, adventure and unlimited Native Taiwanese Culture events all in one package!. ‧. This savings package, a standard 4 days/3 nights, can be pro-rated for extended stays.. Nat. sit. y. Included in the package:. io. er. 1. Transportation. 2. Comfortable accommodations. n. al. Ch. i n U. v. 3. Three delicious healthy meals, including saved meals upon request. engchi. 4. Complimentary wellness treatment session : Foot massage, Chinese Herb SPA, Hot Spring Enjoyment 5. Adventure outing 6. Ecstatic dance, meditation, and performing arts classes. Our Shalom Experience package is available year-round on a space-available basis. Minimum 4 nights, but can be prorated for longer stays.. 9.

(13) 4.3. Marketing mix 4.3.1. Product It's an opportunity to relax, rest, rejuvenate, and explore! Explore yourself, explore community, and explore the beauty and culture of Chengbin, Taitung. There are many ways to stay, play, and getaway at Shalom, from simple overnight visits to our all-inclusive mediation vacations. Shalom Retreat will have only one core product what they offer, the 4 nights/5 days mediation retreat. Addition to this their offer additional services, such as art classes and special adventure outing.. 政 治 大. Shalom retreat offering has been built up from smaller pieces and outcome is a full service. 立. package. The package includes train station transportation, meditation practices with profes-. ‧ 國. 學. sional teacher, adventure explore and cultural activities. Train tickets must be purchased by the customer, as this would create too much work for the company to handle related to the cash flow what it would bring.. ‧. y. Nat. All linens, towels, natural soaps and toiletries with Shalom mark are provided, which could. er. io. sit. deeply root the Shalom Image in every customer`s mind.. Customer support in Shalom, Retreat case needs to focus more to the information seeking phase. n. al. Ch. i n U. v. of the buying process. People, who plan to invest their money to travel other side of the world. engchi. for a holiday, will highly appreciate the quality information form the company before making the purchase decision. This is also one of the competitive advantages for the Shalom Retreats if they can promise to answer inquiries within 24hours and offer possibility to customers to contact them e.g. Skype or Line directly within certain times. After-sales support is way to keep those customer relationships alive and get valuable feedback from the customer. Therefore sending an email to the previous customers after few months of the retreat could be a good and cost-effective way to communicate with the customers.. 10.

(14) 4.3.2. Price A non-refundable registration fee of NT$2,000 per person (or per couple) is required upon registration and holds your space. This is an administrative fee and is not deposit towards your room charges. This savings package for a standard 5 days/4 nights is charged by NT$20,000. A nonrefundable deposit of one night will be charged to your card to hold your reservation.. 4.3.3. Place Shalom Retreat is located in Changbin Township, where is a rural township in Taitung County,. 政 治 大 from the Yuli Train Station,立 or a 2 hour drive from the airport in Hualien Station.. on acres of tropical beauty on the southeast coast of Taiwan. Our retreat is a 45 minute drive. ‧ 國. 學. Chengbin is less crowded and less commercial than other township in Taitung, and offers a variety of spectacular natural attractions. You can see stunning the coastline. Cliffs drop straight. ‧. into the ocean. Mountain ranges create breath-taking views. Valleys and gorges channel cobblestones, sand and offshore winds into an array of quality river mouths, beach breaks, reefs. y. Nat. n. al. er. io. in Taiwan.. sit. and points. Besides, Shalom Retreat is located nearby Yuli Township, one of natural hot spring. Ch. i n U. v. Whenever mention Township, Taitung Chengbin have a world-class, "Father Josef reflexology".. engchi. Wu Ruo Shi priest (Fr. Josef Eugster, 1940 - A) is one in Taiwan services Swiss nationality Catholic priest , is Bethlehem Foreign Missions , currently the Taitung County Chengbin parish director. He found the feet massage therapy and performed reflexology for Pope John Paul II, which is well known in the world.. 4.3.4. Promotion As discussed earlier in thesis, the promotion part of marketing mix is built from 4 activities, advertising, public relations, personal sale and sales promotions. These all must be included to the promotional mix, even though they might have different emphasize in it. Shalom Retreats marketing budget is small, so there is no possibility for massive advertisement campaign. Shalom retreats have to focus their advertising on the target customers and consider 11.

(15) the mediums which would be most effective to reach them. To attract foreigner, most effective channels would be the web-sites of the Wellness Tourism Worldwid(WTW) and TAITRA(外 貿協會). To have the membership in WTW could provide many consultant services for Shalom Retreat to understand what wellness travel is, promoting our wellness destination, tour or property to travel sellers, delivering coaching and training solution, understanding the needs, wants and motivations of the wellness traveler and define our market, advising and marketing direct to our consumers, designing wellness experiences and packages for our retreat, promoting our destination, tour, agency or property, and help us to organize a workshop, presentation or events. To alliance with TAITRA could have an opportunity to set up the booth in big seminars, such. 政 治 大 Taiwan in two weeks. In this period, we can design several service packages to attract potential 立 foreign customers to join our Shalom Retreat. as Taipei Computex. In Taipei Computex, there are average 30,000 foreign customers visit. ‧ 國. 學. One of the strongest parts of the promotional mix for Shalom Retreat should be the Employee. ‧. Welfare Committee. To work with Employee Welfare Committee from top 100 companies, such as TSMC, we could try to design the appropriate service package for their existing top. Nat. io. sit. y. manages to create and strengthen the customer relationships and put the word out there.. n. al. er. Sales promotion can be launch in the beginning in order to attract new customers. As mentioned. i n U. v. before, this is still not a solution for long term strategy but can help boost the sale. However, as. Ch. engchi. discussed earlier price will not be a main factor of the marketing mix for the Shalom Retreat. This will also mean that there is no need to put too much effort on these, as the service is mostly marketed by its quality, not by price. As the Shalom Retreats is such a small company still, we would make more strategies to put right promotion resources in right communication channels.. 4.3.5. People Shalom Retreats will choose the concentrated marketing method to approach the chosen target market. The chosen primary target is 35-60 year old, who are from Native and Worldwide and have average or higher income level of NT$1millions annual salary. Vacationers we could attract would like to get the Heath, Happiness and Productivity from our retreat. We value the. 12.

(16) features offered by Shalom Retreat as train station transportation, accommodation, meals and extra activities of getting known of the local culture. This demographical group is the most common group of wellness tourists, but Shalom retreats want to target for more specific groups inside of this segment. Shalom Retreat will firstly target our marketing to the top managers in the top of 100 enterprises in Taiwan. The communication interface could start from Employee Welfare Committee. For example, we should take more time on the discussion and investigation with TSMC Employee Welfare Committee to check the real demand and then design appropriate service package in. 政 治 大 This is also part of the communication strategy, as the word of mouth is one of the most effec立 price and product.. tive ways of reach potential customer for such specific and small business as Shalom Retreats.. ‧ 國. 學. Second group would be the people who are passionate about natural life and are looking for professional meditation and experience from one’s holiday. Retreats can wider their marketing. ‧. to different segments, with the differentiated offerings for new customers and “loyal” returning. sit. y. Nat. customers in the future.. al. er. io. In the service industry, the interaction what customers have with the staff is the key factor of. n. how they do feel about the service afterwards. The service profit-chain illustrated perfectly how. Ch. i n U. v. the choosing the right employees or partners can effect to your whole business. Shalom Retreats. engchi. need to consider the marketing factors in terms of trilogy of marketing, where the internal and interactional marketing has great significance.. 4.3.6. Physical Evidence Because the Shalom retreat itself as a service is intangible in nature, Shalom Retreats needs to incorporate some tangible elements into the marketing mix. Physical evidence will have value to the customer and it builds up certain images in their heads, which they can talk about when going back home. Considering these factors, Shalom Retreats should made sure e.g. the car for picking up people from the train station is clean and proper, facilities are clean and well maintained, or there will be always fresh flowers it the breakfast table. Other physical evidence can be retreat brochures and business card.. 13.

(17) 4.3.7. Process In example of Shalom Retreats process part of the marketing also includes the partners (employees) and how well they are trained for their jobs. However in processes the responsibility lies with the owners as they need to plan a functional process strategy which describes how the service should be provided. The service package from Shalom Retreat must be featured by Shalom brand. All linens and towels with Shalom mark must clear and fragrance. Natural soaps and toiletries must be composed with organic materials and are produced by local vendors. Meal offerings must be chosen. 政 治 大. by local fresh seafood and vegetables. The partners in service package need to dress the uniform with Shalom features and act professionally and effectively.. 立. ‧ 國. Shalom Retreat SWOT Analysis Weakness. Professional and multi-talented Partner. . Attuned to the importance and value of. vices to meet the needs of multiple tar-. green, eco, sustainable, organic practices. get segments. Small One Facility can`t. sit. be all things to all people (Men, Woman,. n. al. er. io. and products. Hard to provide enough variety of ser-. y. Nat. . . . ‧. Strengths. 學. 4.4. SWOT. Ch. i n U. v. Singles, Families, Youth, Parents with. Develop unique and signature Shalom`s. e n g c h ichildren). products and services(body-mind-spirit regimes). . Language Issues. Opportunities. Threats. . . Wellness Tourism is one of the fastest. Competitions from similar business (ho-. growing forms of international and do-. tel, SPAs, thermal treatment centers,. mestic tourism. etc.). 14.

(18) 5. Financial Plan 5.1. Start Up Capital Estimation Shalom Retreat is seeking the seed capital of NT$1.5Millions to start the business. It adds up both one-time costs and ongoing costs (monthly costs). In the analysis of cost structure, we see Rent occupy 27%, Salaries occupy 26%, and Advertising &PR occupy 34%, and rest 13% in Miscellaneous and Reserves.. Estimating Start-Up Capital Shalom Retreat 政 治 大 Janunary, 2015. 90,000. n. engchi U. v ni. $1,001,000. ONE-TIME COSTS Fixtures and Equipment Decorating and remodeling Installation charges Starting inventory Deposits with public utilities Legal and other professional fees Licenses and permits Advertising and promotion for opening Cash Other Subtotal TOTAL ESTIMATED START-UP CAPITAL. 3.9% 1.9% 19.5% 3.9% 9.7% 7.8% 1.0% 9.7% 0.6% 1.0% 0.0% 5.8% 0.0% 0.0% 65.0%. y. $60,000 30,000 300,000 60,000 150,000 120,000 15,000 150,000 10,000 16,000. Source of Estimate. sit. ‧ 國. io. Ch. $30,000 10,000 100,000 20,000 50,000 40,000 5,000 50,000 10,000 4,000 0 30,000 0 0 $349,000. % of Total. ‧. Nat. al. Cash Needed to Start. 學. MONTHLY COSTS Salary of owner-manager All other salaries and wages Rent Advertising Delivery expense Supplies Telephone Other utilities Insurance Taxes, including social security Interest Maintenance Legal and other professional fees Miscellaneous Subtotal. Monthly Expenses. er. 立. $100,000 100,000 200,000 0 0 20,000 0 20,000 100,000 0 $540,000. 6.5% 6.5% 13.0%. $1,541,000. 100%. House Keeping 4 bed rooms Web/PR Car driver/Gasoline Meal, Towers,Lines Phone/Internet Massage, Event Tour 10% Salary. Attorney. 2 months rent deposit Electric company. 1.3% 1.3% 6.5% 35.0%. 5.2. Revenue Model The value proposition of Shalom Retreat is offering the Mediation Service Package. The revenue generation would be divided from three sources, including Standard Service Package (4 15.

(19) days/3nights), Registration Fee and Shalom Products. Estimate that there are 16 average customers join our service package per month. After adding the fixed charge of registration fee and potential consumption of Shalom Products, the estimated total sales of 3.648Millions in the 1st year. 1st year. (NT$/ Per Month). Average Charge. Average. (Standard 4days/3 night). customers. Monthly Revenue. 20,000. 16. 320,000. 16. 32,000. 16. 32,000. 學. Revenue Model. 4,608,000. Service Package Registration Fee. 政2000 治 大. 立. Shalom Products. 2000. ‧ 國. Year Revenue(NT$). For 1st year, because it is the initiating stage for Shalom Retreat, the estimation customer num-. ‧. bers is conservative. However, based on the improvement service package and marketing pro-. y. Nat. motion, from the second years of sales, we aim to capture 30% sales increase every year.. n. al. er. io. sales of NT$10Millions.. sit. Thus,in Year 2, it is the key year to make breakeven and in Year 5, our objective is over the. Break Even Analysis. Ch. Year 1. Revenues (30% increasing rate). Year2. engchi. iv n UYear 3. Year 4. Year5. $4,608,000 $5,990,400 $7,787,520 $10,123,776 $13,159,909. Variable Costs (including tax). 460,800. 599,040. 778,752. 1,012,378. 1,316,091. (10% increasing rate). 4,188,000. 4,606,800. 5067,480. 5,574,228. 6,131,651. Total Cost:. 4,648,800. 5,205,840. 5,846,232. 5,586,606. 7,447,742. Profit(Loss). ($40,800). $784,560 $1,941,288. $3,537,170. $5,713,167. Fixed Costs. 16.

(20) Reference 1. Ardell, Donald B. ―A Brief History of Wellness, Both Modern and Ancient.‖ SeekWellness. January 23, 2006. http://www.seekwellness.com/wellness/reports/2006-01-23.htm. Accessed March 18, 2010. 2. Global Spa Summit, Spas and the Global Wellness Market: Synergies and Opportunities, prepared by SRI International, May 2010 3. Mueller, H. and Lanz Kaufmann, E. 2001. Wellness tourism: Market analysis of a special health tourism segment and implications for the hotel industry. Journal of Vacation Marketing. http://www.nationalwellness.org/?page=AboutWellness&hhSearchTerms=defini-. 政 治 大 The Travel and Tourism Competitiveness Index (TTCI) 2013 Data Analyzer | World 立 tion+an. 4.. Economic Forum. 2013. The Travel and Tourism Competitiveness Report 2013.. ‧ 國. 學. http://www.weforum.org/reports/travel-tourism-competitiveness-report-2013 5. WTW. 2013. Top 10 Trends Wellness Travel 2013. Available through: http://www.well-. ‧. nesstourismworldwide.com/uplhads/7/2/1/6/7216110/wtws_top_10_well-. n. al. er. io. sit. y. Nat. ness_travel_trends_for_2013.pdf. Ch. engchi. 17. i n U. v.

(21) Appendix Exhibit 1:. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 18. i n U. v.

(22) Exhibit 2:. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 19. i n U. v.

(23) Exhibit 3:. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 20. i n U. v.

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